So you have a website but is it enough to give you an effective web presence? If you haven’t got relevant and fresh content on your site (and it’s hard to know what is) then you can see your bounce rate bounce even higher. We at Parachute want to show you how to write illuminating copy that will make your site shine above the rest.
1. Make Sure You Know Your Audience
If you don’t understand the people who are visiting your site, how can you know they will engage with your copy? If you visualise the ideal reader of your website it can make it much more personal. Imagine all aspects of this ideal customer from age to income to less common things like what kind of humour they enjoy. If you can remember this person at all times, your copy should be exactly what they want to read.
2. Write in a Conversational Tone
Although it might not be suitable for all websites, generally conversationally toned copy tends to be more effective and engaging than robotic copy that can be similar amongst competitors. It has been shown that people pay more attention to a site in a conversational tone as it tricks your brain into thinking that you are directly involved in what is written. It looks like you’re talking with them rather than to them. Although this doesn’t mean that you can write the way you do in your WhatsApp group chats but you need to find a middle ground.
3. Get to the Point
We all know that people tend to add a lot of, shall we say, ‘flowery’ language to their website in hope to enchant the reader. Sadly site viewers don’t want to read your life story: even that one time you got 100 retweets on a hilarious Vine of a twerking rabbit. Brevity is a great skill to have as more words slows down the reader. Keep it punchy and accessible.
4. Edit Your Copy
Re-reading your copy can help you notice even the smallest mistakes on your site. Read the copy aloud to someone else. Does it make sense to them? Do they find it interesting? Often, there may be a better way to word something and you don’t realise until you say it out loud. And of course, you don’t want to be caught out by the spelling police when you mix up there and they’re.
5. Optimise Your Copy
Ideally if you have followed our steps for dazzling copy, your web pages should end up being SEO-friendly. If you know the type of words that your ideal reader would use, then they are more likely to find you on Google. This doesn’t mean you need to stuff your keywords into your site as many times as physically possible. This will do you no favours so you must always remember to focus on your ideal reader and optimise later.
If you are still stumped as to how to write enticing website copy, get in contact with Team Parachute and we can teach you our wizarding ways of web copy.